SHOP Madrid AW19

MADRID | 马德里 | МАДРИД

MADRID City Edition Autumn/Winter 2019/20

DISCOVER MADRID: enjoy the best luxury shopping in Spain’s spectacular capital with our essential guide

MADRID

O R T E G A Y G A SS E T 21

+ 34 9 0 0 101824

FALL WINTER 19

ABOUT US W E WA N T TO B E PA RT O F YO U R DA I LY L I F E

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EDITOR’S LETTER Essential Info For the very latest information, scan the QR code on this page to head straight to our website, globalblue.com, and find everything you need to navigate the best shopping destinations on earth.

Welcome to Madrid

For the ultimate travel companion, be sure to download the SHOP TAX FREE app – calculating how much you can save by shopping tax free has never been easier.

@环球蓝联-Globalblue GlobalBlue环球蓝联 @globalblue

SALLY McILHONE

@GlobalBlue

ILLUSTRATION: PETRA ERIKSSON

Whether you are travelling for business or pleasure, we can help you discover the very best of this vibrant European capital. Madrid has much to offer, as you’ll discover in our guide on page 35. Don’t miss our feature on the city’s modern jewellers (page 28) and our round-up of the top new looks for the season (page 16).

SHOP is part of Global Blue, the Tax Free Shopping market leader that helps you save up to 15.7% when shopping in Spain. This year we proudly celebrate a decade of publishing guides to the most prestigious destinations across the globe. Our international insider knowledge means we are ideally placed to tell you about the top brands you’ll find in Madrid. Discover the best shopping destinations in the city with Global Blue.

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CONTRIBUTORS

MÓNICA R GOYA Journalist and photographer Mónica R Goya is SHOP’s assistant picture editor. When she is not at work she is involved in supporting the principles of food justice. She loves to go hiking and to share a meal and conversation with family and friends.

CARLA LUCENA Carla Lucena has brought her clean, elegant style to this season’s cover illustration for SHOP Madrid. The image shows a fashion exhibition being held in beautiful Palacio de Cristal in the city’s Buen Retiro Park. Carla’s other clients include the Sunday Times, British Airways and P&O Cruises.

Discover SHOP Madrid and our other editions at issuu.com/globalblue.

ILLUSTRATION: CARLA LUCENA

LUCINDA TURNER Lucinda Turner, SHOP’s senior fashion editor, studied linguistics at Queen Mary University of London before pursuing a career in publishing. Since graduating she has worked in the fashion departments of several titles, including Tatler, Condé Nast Brides and Marie Claire.

SHOP FLOOR E D I TO R I A L

PUBLISHING

Editor Sally McIlhone

Publisher James Morris

Cover illustrator Carla Lucena Production editor Katie Muxworthy Senior fashion editor Lucinda Turner Senior news editor Ginger Rose Clark Features editor Rebecca Rhys-Evans Chief sub-editor Hester Lacey Copy editors Katie Myers, Harriet O’Brien Picture editor Kirsty Andrews Acting picture editor Jo Walker Assistant picture editor Mónica R Goya Digital editor Kirsty Welsh Deputy digital editor Emily Scrivener Digital production editor Marina Nelson

Chinese editor Yuan Fang Chinese online editor Yangzi Liang Assistant Chinese online editor Luyue Zhang Chinese translator Chenguang Yi Russian editor Gary Ramazanov Translation services Language Connect Print Dane Consultancy Art director Fabio Gervasoni Senior designers Aaron Carline, Peter Darkin, Kiranjeet Kaur Midweight designer Nicole Williams Junior designers Tatjiana Antoniou, Thanuja Tharmaseelan Creative services manager Steve Brown Studio production assistants Chris Bigg, Joanna Dodge

G LO B A L B L U E E S PA Ñ A Country manager Luis J Llorca VP sales Tomás Mostany Marketing manager Isabela Guitart Sales manager Llorenç Ollé International key account managers Simone Borgheresi, Lydie Bourgade, Dirk Heeman, Sandrine Kinne, Umberto Panizzut, Salvatore Smith, Sabrina Schiavone, Noureddine Tliba Key account manager Magdalena Campos Account managers Joan Cadevall, Juan Antonio Calderón, Albert Fueris, Gabriel Lluch, Alicia Robles, Arancha Suardiaz Support Susana Sacristán Global Blue España SA , Calle Manuel Tovar 1-4, 28034 Madrid, Spain

Digital analyst intern Yunrong Kang Digital production assistant Linda Hau Founding editor Emma Cheevers

Chief executive officer Jacques Stern SHOP is published

by Global Blue Group headquarters Global Blue SA, Route de Crassier 7, CH-1262 Eysins, Switzerland Corporate registration number 5565726923 globalblue.com info@globalblue.com

Disclaimer: SHOP magazine is published by Global Blue Group. All rights reserved. Reproduction in whole or part is strictly prohibited. While every care is made to ensure all of the information is correct, Global Blue cannot be held responsible for any changes in information that may occur after publication. Global Blue shall not be liable for any damage, loss, injury or inconvenience arising out of, or in connection with, the contents of the guide. All rights reserved. ©2019 Global Blue

CONTENTS CHECK OUT 14

MADRID GUIDE 35

SHOP selects a standout piece from Madrid this season

Maps and guides to the key shopping areas of Madrid

PRODUCTS 16

HOW TO SHOP TAX FREE 42

Key looks for the season, from fashion and footwear to jewellery and accessories

SHOP WINDOW 20 Discover the impressive range at Madrid’s El Corte Inglés stores, which offer everything from fashion to gastronomy

NEWS 22

The simple steps to saving money on your shopping

TRANSLATIONS 44 中文 翻 译 46 Русский Перевод 49 Traducción en español SOUVENIR 52 The essential item to bring home

Seasonal updates on shops, services and new products

FEATURE DIGITAL DAZZLE 28 Madrid’s jewellers are not only making beautiful pieces but also developing their social media presence to attract clients and hone new designs. The result?

They are thriving, reports Lucinda Turner Above: a gold and diamond ring by innovative Madrid-based brand Sansoeurs

MAXMARA.COM MADRID: CALLE SERRANO, 38

CH ECK O U T

Out Of This World

Founded in 1943 in the Spanish town of Bilbao, Suarez is one of the country’s most sought-after jewellers. Since opening its Calle de Serrano store in 1982 the brand has become a firm fixture on the Madrid gem scene, where it is known both for its classic diamond engagement rings and its creative seasonal offerings. El Alma de los Sueños (the Soul of Dreams) is one of the brand’s latest collections and was inspired by the world of fantasy. The range Save up to 15.7% by shopping tax free, see page 42

features stunning designs modelled on magical flora and fauna and celestial elements. The pictured earrings, created in rose gold with pink sapphires and diamonds, show a meeting of the sun and stars, and are guaranteed to glint in bright daylight and under night skies. lt Suarez earrings, €3,630, Suarez, Calle de Serrano 63, 28006 Madrid, +34 91 781 8266, joyeriasuarez.com FOR MAP GO TO PAGE 38

AUTUMN WINTER 2 0 1 9

MADRID

BARCELONA

Goya, 6 Serrano, 68

Plaza Francesc Macià, 1 Rambla Cataluña, 103-105 Passeig de Gracia, 13

lottusse.com

Autumnal Elegance Russet-toned florals and classic accessories make for the perfect ladylike ensemble this season

MAX MARA BELT, €205, MAX MARA, CALLE DE SERRANO 38, 28001 MADRID, +34 91 436 0130, MAXMARA.COM

BOSS COAT, €499, BOSS, CALLE DE SERRANO 28, 28001 MADRID, +34 91 831 0005,

TERIA YABAR EARRINGS, €20,

GUCCI SHOES, €590,

TERIA YABAR, CALLE DE CLAUDIO COELLO 69,

GUCCI, CALLE DE SERRANO 49,

28001 MADRID, +34 91 577 3362,

28006 MADRID, +34 91 431 1717,

TERIAYABAR.COM

GUCCI.COM

Save up to 15.7% by shopping tax free, see page 42

PHOTOS: (WATCH) T|TIFFANY & CO STUDIO; (BRACELET) MAXIME GOVET/CARTIER

HUGOBOSS.COM

S H O P | 17

TIFFANY WATCH, €13,300, TIFFANY & CO, CALLE DE JOSÉ ORTEGA Y GASSET 10, 28006 MADRID, +34 91 781 8555, TIFFANY.COM

CARTIER BRACELET, €6,550, CARTIER, CALLE DE RAIMUNDO FERNÁNDEZ VILLAVERDE 65, 28003 MADRID, +34 91 114 8036, CARTIER.COM

PEDRO DEL HIERRO DRESS, €219, PEDRO DEL HIERRO, CALLE DE GOYA 29, 28001 MADRID, +34 91 577 5440, PEDRODELHIERRO.COM

BULGARI BAG, €2,680, BULGARI, CALLE DE JOSÉ ORTEGA Y GASSET 17, 28006 MADRID, +34 91 575 0141, BULGARI.COM globalblue.com

Urban Traveller Mix a monochrome palette and luxury leather accessories for a timeless look that will take you anywhere

COS TROUSERS, €89, COS, CALLE DE CLAUDIO COELLO 53-55, 28001 MADRID, +34 91 599 9864, COSSTORES.COM

BRUNELLO CUCINELLI JACKET, €4,200, BRUNELLO CUCINELLI, CALLE DE JOSÉ ORTEGA Y GASSET 14, 28006 MADRID, +34 91 431 3203,

JIMMY CHOO BOOTS, €850, JIMMY CHOO, CALLE DE JOSÉ ORTEGA Y GASSET 15, 28006 MADRID, +34 91 781 8608, JIMMYCHOO.COM

Save up to 15.7% by shopping tax free, see page 42

PHOTOS: (BOOTS) RICHARD VALENCIA; (WATCH) ROLEX/CLAUDE BOSSEL

BRUNELLOCUCINELLI.COM

S H O P | 19

TOD’S RUCKSACK, €1,700, TOD’S, CALLE DE JOSÉ ORTEGA Y GASSET 19, 28006 MADRID, +34 91 577 6343, TODS.COM SANDRO JUMPER, €345, SANDRO, CALLE DE CLAUDIO COELLO 33, 28006 MADRID, +34 91 435 8521, SANDRO-PARIS.COM

SAMSONITE SUITCASE, €305, SAMSONITE, CALLE DE GOYA 49, 28001 MADRID, +34 91 421 9504, SAMSONITE.COM

ROLEX WATCH, €25,700, RABAT, CALLE DE SERRANO 32, 28001 MADRID, +34 91 431 9333, ROLEX.COM

globalblue.com

SHOP WINDOW

DESTINATION OF CHOICE When in Madrid, look no further than El Corte Inglés for all your shopping needs. Serrano 47 Woman (pictured), the branch dedicated to womenswear, carries hundreds of the best international luxury brands. Its five floors present a comprehensive offering spanning ready-to-wear, beauty and accessories. Men should head to Serrano 52 Man, home to a carefully curated edit of Save up to 15.7% by shopping tax free, see page 42

menswear and accessories, not to mention three spaces dedicated to gastronomy. El Corte Inglés can be counted on for an excellent shopping experience thanks to a range of services, from personal or hands-free shopping to tax refund assistance and more. grc El Corte Inglés, Serrano 47 Woman, Calle de Serrano 47; Serrano 52 Man, Calle de Serrano 52, 28001 Madrid, +34 91 432 5490, elcorteingles.es FOR MAP GO TO PAGE 39

MADRID Calle Serrano, 18 - maxandco.com

CELINE MOVES IN Earlier this year Celine opened a new flagship store in Madrid.

The boutique was designed in accordance with the new retail concept developed by creative director Hedi Slimane and rolled out across the brand’s stores worldwide. The

Madrid flagship carries the French brand’s covetable readyto-wear, sunglasses, handbags, shoes, jewellery and small leather goods. grc Celine, Calle de José Ortega y Gasset 16, 28006 Madrid, +34 91 905 1854, celine.com FOR MAP GO TO PAGE 39

In spring Chaumet opened its first boutique in Spain, opting for an address on Madrid’s prestigious Calle de José Ortega y Gasset. The styling of the sleek, sophisticated store is perfectly in line with the Parisian brand’s DNA. Once the official purveyor to Empress Joséphine of France, Chaumet can be counted on for exquisite high jewellery, with an offering that spans everything from tiaras to timepieces. grc Chaumet, Calle de José Ortega y Gasset 13, 28006 Madrid, +34 91 590 7280, chaumet.com FOR MAP GO TO PAGE 39

Save up to 15.7% by shopping tax free, see page 42

PHOTO: (BOTTOM) KRISTEN PELOU

MADRID DEBUT

S H O P | 23

FAMILY STORY Rafael Dona Vega’s label El Capote offers an array of preppy casualwear for men and women and is inspired by the memory of Dona Vega’s father and grandfather, two acclaimed bullfighters who lost their lives on the road. Working alongside his wife Carolina López, Dona Vega creates shirts, jumpers, trousers and accessories in high-quality fabrics, each adorned with the El Capote cape and cross-swords logo. Choose a plain white shirt from the brand to take you from city exploration to dinner and drinks this season. sm El Capote, Calle de Claudio Coello 46, 28001 Madrid, +34 91 622 6248, poloselcapote.com

PHOTO: (TOP) FRANCIS AMIAND

FOR MAP GO TO PAGE 38

BEE GOOD Cire Trudon recently introduced a new scented candled called Cire (€85), which translates from French as wax and reflects how bees and beeswax have long been an integral part of the brand’s identity. The candle’s fragrance celebrates the aromas of honey nectar, with top notes of bergamot and honey, a heart of cinnamon and vanilla, and a base of sandalwood, patchouli and tonka bean. Purchasing a candle will do good; some of the proceeds from sales will go to creating a bee conservancy near the brand’s factory in France. grc Vela Market, Calle de Claudio Coello 81, 28001 Madrid, +34 91 040 5010, trudon.com FOR MAP GO TO PAGE 38

globalblue.com

24 | N E W S

SPIRIT OF ADVENTURE This autumn, The North Face launches Futurelight, a highly advanced breathable waterproof fabric exclusive to the brand. Created using a special nanospinning technique, the fabric has been tested by athletes in incredibly difficult conditions.

Launching in September, Futurelight can be found across the brand’s outdoor gear, including jackets and gloves. grc

The North Face, Calle del Carmen 14, 28013 Madrid, +34 91 522 9924, thenorthface.com FOR MAP GO TO PAGE 41

IN BRIEF

IN THE PICTURE Canon recently introduced the Zoemini S (€179), an all-in-one instant camera and printer. With this handy item you can take a photo and then print it on stickybacked paper while out and about.

Featuring an eight-megapixel camera, the Zoemini S has a front-mounted mirror and ringlight for selfies. It is easy to use Save up to 15.7% by shopping tax free, see page 42

and has a remote shutter function as well as a self-timer; you connect to the Canon Mini Print app to access these and to print. Canon’s compact new Zoemini camera is a fun way to capture your travels in and around Madrid. grc El Corte Inglés, Calle de Goya 87, 28001 Madrid, +34 91 432 9300, canon-europe.com FOR MAP GO TO PAGE 39

PHOTOS: (TOP) NICK KALISZ; (BOTTOM) DOMINIC MARLEY

Multibrand store Yusty has moved to a new location.

The family-run concept store, which carries brands such as Valentino, Canali and Off-White, can now be found on Calle de Ayala

RELAX. REFRESH. REFUND. Our Global Blue Lounges are the perfect places to relax during your shopping trip. Situated in the most fashionable areas of the world’s shopping capitals, the invitation only lounges are a haven for Tax Free Shopping.

Barcelona Passeig de Gràcia, 78

Munich Maximilianstraße 30, 80539

Florence Piazza della Repubblica 6, 50123

Paris 4 rue Cambon, 75001

London 18-19 Albemarle St, W1S 4BB

Rome Piazza di Spagna 29, 00187

Madrid Calle de Claudio Coello 83, 28001

Venice Piscina S. Moise, 30124

Milan Via Santo Spirito 5, 20121

N E W S | 27

TAKE FLIGHT With this year’s travel offering, Montblanc seeks to merge the three pillars of luxury, business and lifestyle that are central to the brand’s ethos. There are impressive updates to its #MY4810 collection of luggage crafted from light polycarbonate with leather details. As well as including a more compact version, #MY4810 is now available in a stylish silver colourway. Cases such as the #MY4810 Trolley Pilot (pictured, €640), combine practicality with sleek design, a winning formula which is likely to make this style of luggage a firm favourite of frequent travellers. grc Montblanc, Calle de Serrano 50, 28001 Madrid, +34 91 436 4490, montblanc.com

LATIN AMERICAN MOOD

FOR MAP GO TO PAGE 38

Boho Hunter has launched its first European outpost, opening a boutique in Madrid. Like the brand’s other branches, this latest boutique celebrates Latin American labels, including emerging names. Expect to find jewellery, leather goods, clothing and textiles, such as straw hats by Mexican brand Mapache, colourful patterned designs by Peruvian label Balkanica and swimwear by Juan de Dios. grc Boho Hunter, Calle de Claudio Coello 75, 28001 Madrid, bohohunter.com FOR MAP GO TO PAGE 38

globalblue.com

28 | F E AT U R E Below: Suma Cruz autumn/winter 2019/20 collection

S H O P | 29

digital dazzle Madrid’s jewellers are not only making beautiful pieces but also developing their social media presence to attract clients and hone new designs.

The result? They are thriving, reports Lucinda Turner

30 | F E AT U R E

Madrid’s jewellers are very successfully rising to the challenges of the digital world

S

hopping for a new piece of jewellery is a joy like no other.

Whether it is the sparkle of a stone, the unique working of the metal or simply an intriguing motif, there is something compelling about particular pieces. In the past, jewellers relied on glittering displays in shop windows to catch the eye of potential customers. But ever-changing retail habits and an increased reliance on technology present a significant challenge.

Madrid’s jewellers are taking action.

From utilising modern media to employing environmentally focused initiatives, they are now engaging with customers far beyond the shop front.

44 Traducción al español 49

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‘Instagram is a great window to the world and is very important to us,’ says Cristina Sánchez, co-founder of Madrid-based jewellery brand Sansoeurs. ‘It helps us to keep engaged with our clients and show our work around the world.’ As of July 2019 the brand boasted almost 46,000 followers on the platform, which has become a vital tool not only in attracting new clients and stockists in Madrid and beyond, but also in shaping the products themselves. Sansoeurs uses Instagram to interact with clients, and in response to comments and messages Sánchez has devised a new ring collection with significantly bigger stones.

Above: a Sansoeurs gold and diamond ring, Right: Suma Cruz autumn/winter 2019/20

S H O P | 31

Sansoeurs creates beautiful, delicate, feminine jewellery for the modern woman. ‘We are on the go, busy, connected, and we need pieces that are easy to wear, comfortable and not ostentatious,’ Sánchez says.

Jewellery has become more accessible, she adds, which is perfect for Sansoeurs because that is in keeping with the brand’s style ‒ and also reflects what Sánchez likes to wear. Since launching in 2010, Sansoeurs has consistently used social media to break down the walls between brand and client, adapting products to suit its customers’ needs.

Sometimes, however, it’s not how long you’ve been on the platform that leads to success, it’s

how you use it. Susana Cruz launched her brand Suma Cruz more than 11 years ago yet only began posting about her range of bridal headdresses in 2014. Fast forward to the present day and Suma Cruz has moved far beyond making a small range of headdresses for friends and acquaintances. It is now a flourishing, fully-fledged jewellery brand with a range of stockists that includes the prestigious El Corte Inglés in Madrid and Moda Operandi online.

It is no coincidence that Cruz’s Instagram following rocketed to more than 70,000 and that in 2017 she received a call to create bespoke pieces for Queen Letizia of Spain.

32 | F E AT U R E

While the Suma Cruz showroom is open only two days a year, at Christmas and for Mother’s Day, the brand’s presence outside traditional retail stores is so strong that it can sell up to 300 pieces a day, alongside yearly sales from the brand’s multiple stockists. Inspired by nature and awash with wonderfully feminine floral designs, this Spanish jeweller has found a way to stand out in both the physical and digital worlds.

But it’s not just Madrid’s young brands that are turning to the digital world in order to flourish. Heritage Spanish porcelain brand Lladró diversified into jewellery and took to Instagram in 2016 to announce the launch of its first Animal Heroes pendant collection. The 66-year-old brand didn’t stop there. The launch video of its Aquarium jewellery collection amassed almost 12,000 views on Instagram, and its latest offering, the Orchid collection, features an ethereal campaign that is perhaps Lladró’s most Instagramfriendly yet.

Through the hashtag #jewelrybylladro, consumers are offered a streamlined glimpse of the wonderfully striking pieces that await them in the brand’s Calle de Serrano store. While the Lladró porcelain customer has been aware of the brand for years, returning time and time again to buy classic statuettes and homeware, the jewellery client may be less initiated, perhaps needing a new route to discovery beyond the shop window.

Finding fans through social media isn’t always the primary aim. For Above (from left): Lladró Orchid collection; a Suma Cruz floral brooch

PHOTOS: (ALL) TIMELABSTUDIO

S H O P | 33

Tous, Spain’s most established jewellery brand (1.3m Instagram followers as of July 2019), the key issue is spreading a message about the future. The Tous ideology centres around telling stories with jewellery, and Instagram offers the perfect platform for those tales. Tous has recently become dedicated to honouring the planet with its creations, designing timeless pieces and recycling old items to ensure a jewel is never thrown away.

This message of sustainability, so important to so many of today’s consumers, can prove difficult to communicate through a shop front.

Tous is keen to talk rather than shout about its ethical standpoint, and the digital world offers the perfect way

to tell the story. While glittering gems still adorn the windows of the brand’s seven central Madrid boutiques, drawing customers as they have for almost a century, its website and Instagram are connecting to a new clientele and are attracting them to stores.

‘Spain has great craftsmanship and a very rich culture,’ Cristina Sánchez of Sansoeurs remarks. ‘Our generation has travelled more than our parents and those two things coming together have sparked a lot of creativity in Madrid.’ The city’s jewellers are thus, very successfully, rising to the challenges of the digital world and customers’ changing desires – and reaching a global audience for their intricate and beautiful creations

Above (clockwise from left): Tous Light Mesh ring, Mini Ivette earrings and a ring from the Glory collection, all autumn/winter 2019/20

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MADRID GUIDE

Global Blue’s guide ensures you make the most of your trip to Madrid with a look at the city’s must-visit destinations, from the flagship store of one of Spain’s most celebrated brands to vibrant Gran Via (pictured).

Start with SHOP’s recommendations before delving deeper with expert guidance from our well-travelled team. For further helpful hints and detailed city guides, Above: xxxxxxxxxx check out globalblue.com/spain.

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For autumn/winter 2019/20 Saint Laurent’s creative director Anthony Vaccarello has tapped into the brand’s French DNA. Tailoring is an important focus of the collection, emerging in tuxedo jackets and tapered trousers, as well as in designs based on powerful cuts, such as overcoats with strong shoulders.

The signature Saint Laurent glamour is very much in evidence in the 1980s-inspired minidresses, sheer blouses and feathered detailing. With this collection, Vaccarello triumphs in achieving the Parisian sophistication for which the fashion house has been known since it was founded in 1961. grc Saint Laurent, Calle de Serrano 70, 28001 Madrid, +34 91 419 1756, ysl.com FOR MAP GO TO PAGE 38

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*SHOP Highlight in paid partnership with Saint Laurent

38 | M A D R I D G U I D E

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SEPHORA ●

● PRATTE DEVERNOIS ● PERFUMERÍA H&M ● ● CARLA

● GIOSEPPO ● HYSTRIX PATRIZIA ● PEPE ● THE KOOPLES ● JOAQUÍN BERAU

AN

C. GOYA

● ZARA HOME

CO

PERODRI ●

● GOCCO

● GUESS

M

MUJI ●

ALFARO 1926 ●

● CASTAÑER ● SUITMAN

C. CL AU DIO CO EL LO

● LIPAULT ● ARISTOCRAZY ● M BRAVO ● CORTEFIEL ● UTERQÜE ● MARINA RINALDI ● MAX MARA ● SEPHORA

ZARA ● ULLOA ÓPTICO ● ERMENEGILDO ZEGNA ● PUNTO ROMA ● NIKE ● KENZO ●

● BALLY PULL & BEAR ● OYSHO ● & OTHER STORIES ●

C. SERR ANO

C . HERMOS ILL A

● SUNGLASS HUT ● MONTBLANC P.27 ● TOUS ● MASSIMO DUTTI ● EL GANSO ● FURLA ● PANDORA ● TIMBERLAND ● ATREZZO ● EMPORIO ARMANI ● SWAROVSKI ● BALLY

J●

C. DE AYALA El Corte Inglés Man

ROBERTO VERINO ● JAVIER SIMORRA ● PRONOVIAS ● COTTET ● CORTEFIEL ● WOMEN’SECRET ● JORGE VÁZQUEZ ● AGATHA RUIZ DE LA PRADA ● CARRERA Y CARRERA ●

C. DON RA MÓN DE LA CRUZ

● CARMINA ● PILI CARRERA ● DELITTO E CASTIGO ● TERIA YABAR ● DOLORES PROMESAS ● LA OCA LOCA ● VANITI FAIR LANDER URQUIJO ● ● IF SHOES ● SYSTEM ACTION ● APODEMIA ● ROSA CLARÁ CUPLÉ ● ● PEDRO MIRALLES ROSA ● YACARÉ ● CLARÁ ● WEEKEND BY MM ● CALCEDONIA ● LODI ● TUMI AS CAL L E DE AYAL A QÜE ANIT TER HISP GENERAL ● ●U OPTICA ● ÓPTICA BLANCHE & VIOLETA BY ● MUTTON MANGO ● CARBAL ● PEPE JEANS LESTER ● JOYEROS ● ISOLÉE ● NESPRESSO ● COS ● ● EL CAPOTE P.23

N

● JOYERÍA SUÁREZ ● MANGO ● WEMPE MANOLO ● BLAHNIK P.52 ● BANNATYNE ● INTIMISSIMI ● GENERAL OPTICA ● UNO DE 50 ● GUANTE VARADÉ ● MIUMIU

SILVIA ● TCHESASSI

P.23 P.27

DIANE VON ● FURSTENBERG

DU RÁ

Burberry Escada Hackett Jimmy Choo Liu Jo Magerit Serrano Valentino Versace

● BALENCIAGA

● VELA MARKET ● BOHO HUNTER

SCALPERS ● HACKETT ●

SELECTED BRANDS IN EL CORTE INGLÉS:

Global Blue Lounge

● LA CONDESA

● PEDRO MUÑOZ ● FOLGUERAS ● RELIQUIAE ● BOTTEGA VENETA ● SAINT LAURENT P.37 ● LOTTUSSE ● S. FERRAGAMO ● LOUIS VUITTON ● AUDEMARS PIGUET

El Corte Inglés

PRADA ● LOTTUSSE ● UNIQLO ● FRANCK MÜLLER ● ARISTOCRAZY ●

P.20

C. JOSÉ ORTEGA Y GASSET

● WOLFORD

C. LAGA S CA

● CARTIER

CALLE DE V EL Á ZQUEZ

● LLADRÓ

GUCCI ●

● EL GANSO

CHOPARD ●

C . C L AU D I O CO E L LO

● MICUIR

● SOLOIO ● COOLOOK ● MARELLA ● RIMOWA

IKEA ●

● ETRO ● MARNI ● CHURS ● VILEBREQUIN

L A C A ST E PA S E O D E

● ● ● ● ● ●

SUAREZ ●

● DSQUARED2 ● PHILIPP PLEIN

LL ANA

P.14

Calle de Claudio Coello, Calle de Lagasca & Calle de Velázquez

● CREMIEUX

CAMISERÍA ● ALLÉS

C A L L E D E V I L L A N U E VA

Global Blue Retailer

Non-Global Blue Retailer

Global Blue Lounge

Global Blue Retailer Taking China UnionPay

Department Store Taking China UnionPay

Restaurant

G U I D E | 39

Calle de José Ortega y Gasset

Calle de Jorge Juan & Calle de Goya

C . SER R A N O

HERMÈS ● BRUNELLO CUCINELLI ● DOLCE & GABBANA ●

● BULGARI ● GRASSY ● TOD’S ● MAGRIT ● POMELLATO ● ESCADA

PEDRO GARCÍA ● JO MALONE ●

LAVINIA ●

GRANDOPTIC ●

CALLE DON RAMÓN DE LA CRUZ

SALVADOR BACHILLER ●

C. JOSÉ ORTEGA Y GASSET

C A LLE DE VELÁZQUEZ ● CELINE

RUMBO ●

CALLE DE NÚÑEZ DE BALBOA ● IKEA SAMSONITE ● WOMEN’SECRET ●

CALLE DE PADILLA

中国的 Chinese

● TOUS ● YANES ● CORTEFIEL

MISSHA ●

P.22

русский язык Russian ● LA PORTEGNA

● MANGO

CALLE LAGASCA

CALLE DE V ELÁ Z QUE Z

VALENTINO ●

English. xx

● DURÁN J

C . CL AU DIO CO EL LO

● ETRO ● MARNI ● CHURCH’S ● VILEBREQUIN ● KENZO ● BOW TIE ● EL GANSO

NICOL’S ●

STORY HEADING DECATHLON ●

● UNIQLO ● FRANCK MÜLLER

● HACKETT

C A LLE GOYA

CHANEL ● LORO PIANA ●

CALLE DE PADILL A

TIFFANY & CO ●

C. JOSÉ ORTEGA Y GASSET

OMEGA ● DIOR ●

CARTIER PANERAI NICOL’S CHAUMET P.22 DINH VAN BONPOINT SANDRO JIMMY CHOO

C A L L E DE JO RGE JUA N

● ● ● ● ● ● ● ●

OLIVER PEOPLES ●

Product name, Price FELIPE VARELA ● Address & telephone number website CA LL E D E C A ST ELL FOR MAP GO TO PAGE X X

CALLE DE CASTELL MARKET ● PLACE

El Corte Inglés

P.24

ABERCROMBIE ● & FITCH

Metro

Featured In This Issue

A AN AB AH EL

P. D

CA

CALL E DEL DAR RO

LLE

SE

GR

NO RA ER C. S

QUÍ N COS TA

AM

Plaza de la República Argentina

A

SIL

C. D

EL

ER C. S

MA RES C. E CAL LE DE JOA

E

AR

NO

C. J

RA

NA BA HA LA DE O SE PA

PAS EO DE LA CAS

CAS TEL LAN A

CAL LE ORE NSE

L MOS CAR D Ó

CAL LE GEN ERA

DAN T E ZOR ITA

CAL L E CO MAN

CAL LE DON QUI

JOT E

C. ORE NSE

Bulgari Burberry Cartier C. REI NA MER CED ES Canon P.24 Celine Escada Hermés Liu Jo Loewe Louis Vuitton Miu Miu ● ZARA Nanos El Corte Inglés Pertegaz PradaCALL E RAIM UND O FERN ÁND EZ VILL AVER DE Rolex Tag Heuer Tous

TEL LAN A

N

C. CAP ITÁN HAY A

Estadio Santiago Bernabéu Plaza de Lima AV. CONC HA ESPIN A Plaza de los Sagrados AV. CONCH A ESPIN A Corazones M IÁ

CALL E DULC INEA

DA

PERÓ N

RE

AV. DEL GEN ERAL

AD

SELECTED BRANDS IN EL CORTE INGLÉS:

C. P

C. ORE NSE

Castellana

40 | M A D R I D G U I D E

Plaza de las Salesas

Calle de Fuencarral C . S TA . B Á

● ISALDA

C. DE

RBAR A

SAN

TA BRÍ G

CAL

ID A

LE S

DO DESIGN ●

POMPEII ●

C . D E L A FAR M A

La Bicicleta Café

AG A

CIA

RC O

DE L BA

A

AN

DO

OR

ENCA

EH LL

Plaza de las Salesas

CA

E FU

LE D

CAL

CAL

LE D

EA

UG

ED

ND E 2 OM TH RO

● Calle Piamo nte

EG

R AV

U ST O FIG

LOEWE ● GRASSY ●

a

AQUAFLOR ● FIRENZE

VI

TA L

EZ

A

C.

RR AL

RN

C. San Luca s

LL

an

a

HO

FE

LAB LAMARCA ●

CA

ell

OV A

es

R DE

DE

r Te

C . VA LV E

Or

a

EZ

E

RT AL

LL

ÉN

nt

VI A

de

EG

Sa

CA

LL

de

R AN

NEW BALANCE ●

lle

lle

● BERSHKA

Ca

Ca

CALLE G

CA

Plaza de Santa Bárbara

● BROWNIE ● APODEMIA C. HE RN BRANDY MELVILLE ● ÁN CO RT ÉS ● ESE O ESE GUESS ● ● PRIMOR ● ADIDAS DECATHLON ● CAMPER ● ● NEW BALANCE SALSA ● ● SOLARIS SUNGLASS HUT ● ● DESIGUAL G-STAR RAW ● ● MUJI KIKO ● C. P DECIMAS ● . GA AW LAB ● ● KAOTICO LDÓ S ● OVEJA NEGRA PUMA ● ● THE NORTH FACE MAC ● ● LEVI’S IRIS ● ● QUIKSILVER CUSTO ● BIRKENSTOCK ● ● RITUALS C. S WOMEN’SECRET ● ● KIPLING AN CONSUELA ● MAYKA ● MA ● EL GANSO RC TOMMY HILFIGER ● OS ● CALVIN KLEIN PEPE JEANS ● ● PIMKIE SPRINGFIELD ● ● SEPHORA ● COS DIESEL ● ● VICTORIA’S SECRET UNO DE 50 ● ● ELICES COMPANY ● HAWKERS PIKOLINOS ● ● THE BODY SHOP C. D ANTONY MORATO ● ● MAJE EL ● CALZEDONIA AS IN F DOCKERS ● ● NYX AN TA S TEZENIS ● ● ESTEBAN TARIN GARCIA ● MANGO MAN ADOLFO ● FOOT LOCKER C A L L E DOMÍNGUEZ ● DE ● SOLOIO LA R EI ● EL GANSO NA ● UNIÓN SUIZA CA LL E

ALONSO MARTÍNEZ

S TA

IN A

●

AL

U ER OA

O EG

MA

ID

DR

E O CAL L E RE NT ● NG ● HE ● RA IS MI E W RID MI SE FLA TOR D S MA

CALLE PRIM

JOYERÍA SANZ ●

B A

BL

O

C. BAL

RC O

PA

DE L BA

A

N

L E S TA

UE RO N SA

DE

AJ

ER

A

ED

LL

SA

IC AT Ó L

LE

A

GA

LACOSTE ● DOUGLAS ● L ATLÉTICO DE MADRID ● L E

CALL

LVA E SI

AN IS

IR

C. DE FO

C . DE JA

GR

M

C O M E T R E ZO

EN

TO

R ECIA D

N TO

T

NE

BE

C. DE P

C. DE

I OX WE GE UA VI ● ● H A ●

OS

●

DY BO

OP SH

SENG

LE V A LV

L LA C

● CAMPER C A ● BRAVO JARA

S

CONSUELA ●

● ZAPSHOP

ER D

A

POLY ● ZAPSHOP ●

E

CO

RR

T RE

Q

AD M LA

DE C.

ES

E

LA

LL

O

ER N AD

VI

DE

DE

AÑO

D EL

CAL

SA BE

DE

TO

AN

LLE

NA

C.

C. DE I C. NI

GR

LU

CA

LE

C. CA

C. SAN B

AL

ER

● ALE HOP SALVADOR ● BACHILLER ● CLARKS DRUNI ● C

CA LL E

A

Calle Gran Vía

I S GF OI IN RF S ES O RK ARISTOCR PR IKE OU X RA TI G A PA AZY ● ● KA ● S ● N ● T NY ZA LEF MAN RIM &M ● ● N P H A C A L LE GR AN● ● ● ● ● ● UL VIA ● N● I● ● IA US AS ● Plaza ● N I ● K M ● A O BA VS & R S ● D ● L ● EDO VAR CIM M del ● ● SH AY O H EA RK RI IE C DI DE RO Callao R WAR OY &B LA AD EF CAL RA KO A O KI SHK S NT LL C L M ORT ST R A PU PU C E BE R NEW BALANCE ● ●

E TH

C

Global Blue Retailer

Non-Global Blue Retailer

Global Blue Retailer Taking China UnionPay

Café

Metro

S H O P | 41

Centro Area

CA

ES

UC

S A LU D

OS

C.

R ECI A D

VÍA

A

HK

S ER

●

S DA

●

C A LL E G R

AN V

ÍA

I AD

B

ES

LA

TR

DE

C.

DE

LA

AB

RA

EP

NTE

A

LL

AD

CA

D E V E N E RA S

EN

LLE

RM

CA

CA

LL DESIGUAL ● E VANS ● BE WELCOME SOUVENIRS ● PHONE HOUSE ● ● KRACK CAMPER ● ● FNAC PHONE HOUSE ● THE NORTH C. DE LOS JARDINES ● FACE P.24 FARMACIA Plaza del IRIS ● MONTILLA ● Carmen ● SWATCH CALCEDONIA ● ● ULLOA ÓPTICO ● GENERAL OPTICA ● MEDIA MARKT ARTESANÍA REYES ● ● BERSHKA A A DUA N ● ZARA E LA PULL&BEAR ● LE D CAL EL DANUBIO AZUL ● ● L’OCCITANE STRADIVARIUS ● ● INTIMISSIMI C.

RE

● GEOX

CA

LO LA LELB EO R RE D EDW Y● ABOD OMO RER D A ’SSED O CA NE ● LC CRR E S L’O ED ET CC ON ● ITA RO IA NE ● SA ● DE CL CA AR TH Á● LO NC ITY ● PU NT OR OM A

LLE

S

DE

DO

LA

CI A

MO

C. DE P

CAL LE GR AN

Plaza del Callao El Corte Inglés

CR

C . D E J AC O M E T R E Z O

● MANGO ELICES COMPANY ● MANGO ● ● REAL MADRID FOOT LOCKER ● ● DOBRA SOUVENIRS SPORT 2000 ● ● SFERA Á CAL El Corte Inglés ● ELICES COMPANY ● DOUGLAS E AL N SPRINGFIELD ● L LE D A ● LOLA REY C. T E T UÁ TAM IGU CAL ● E● DES ● +VISIÓN C. D FARMACIA ● SOUVENIRS ALCALÁ 4 EL A Puerta R EN ● ARENAL ● APPLE AL T● del Sol ● GIF IN ● ID L E R D KL MPER IZ ● RPIE O IN MA Y D V A A C A R RER A SA N JERÓ NI C UN ● M CAL SOL MO MI ● ● SOUVENIRS ● ● R LAS EJAS PULL & M AYO UG CALLE DO CANAL ● BEAR RÍA ISE FÚTBOL CAM TUMI (H. PALACE) ● ● FACTORY ZARA ● Plaza de TIMYR ● ● HAWKERS LEFTIES ● Pontejos

EI

PA R

DU

E

E

LA

CR

Z

COTTET ●

CC. A D

DELPOZO Bringing a touch of couture to everyday life, Delpozo’s creations are eminently desirable. For autumn/winter 2019/20 we are very taken with the bow-adorned purses and handbags in lemon, clementine, chocolate and powder blue.

Balancing glamour with edge, the handbags are available in clutch, tote and bucket versions as well as a classic shoulder style. For maximum impact, pair one with the brand’s close-fitting floral dress with beaded embellishment. sm Department Store Taking China UnionPay

Delpozo, Calle de Lagasca 19, 28001 Madrid, +34 91 219 4038, delpozo.com FOR MAP GO TO PAGE 38

Featured In This Issue

IP E

● PULL&BEAR

U

CRE

ELICES COMPANY ●

CA

LL

D

C/ DEL P R ÍN C

● BERSHKA

C . DE N Ú Ñ E Z D E A

LSA

AZ

C. DE L A BO

CALLE ESPOZ Y MINA

GUITARRAS RAMÍREZ ●

FOR MAP GO TO PAGE X X

C. DE L A P

● CASA YUSTAS

Product name, Price Address & telephone number Plaza Mayor website

C . C A R R E TA S

C . D E L CO R R EO

● ADIDAS

● CUSTO

● DESIGUAL

● BELLOSO

русский язык Russian 中国的 Chinese

●

English. xx

L

STORY HEADING

42

WHEN YOU SHOP THE WORLD, SHOP TAX FREE Global Blue Tax Free Shopping brings you savings on the purchases you make at over 300,000 stores across the world’s best shopping districts.

So why not join the 26 million travellers who shop tax free with Global Blue every year? Simply look for the blue star or ask for Global Blue, and follow our easy process.

1. Shop Wherever you shop, ask for a Global Blue Tax Free Form and remember to keep your receipts.

2. Claim When you’re heading home, at your point of departure visit Customs to get your receipts approved, before collecting your refund at one of our Refund Offices.

Save up to 15.7% of the purchase price, with no minimum transaction value. Please note that the final refund you receive will consist of the VAT total, minus an administration fee. At some airports a cash handling fee per Tax Free Form will be charged should you require an immediate refund in cash.

Contact taxfree@globalblue.com +421 232 111 111

Refund Offices:

Global Blue Lounge Calle de Claudio Coello 83, 28001 Madrid (By invitation only) Madrid City Centre Exact Exchange, Puerta del Sol 12 Change Express, Calle Gran Vía 16, 25, 56 and 63 Change Group, Calle de Carretas 3 Real Madrid (Adidas store) Calle Padre Damián 1 El Corte Inglés Calle de Raimundo Fernández Villaverde 79

Madrid Barajas Terminal 4S Customs: left before security control Refund Office: Global Blue Refund Office located in the main hall, next to the shops Madrid Barajas Terminal 2 Customs: T1 (close to check-in counter 196) Maccorp Exact Change: T2, next to gate D66 Global Exhange, next to gate D66 Madrid Barajas Terminal 1 Customs: close to check-in counter 196 Refund Office: Global Blue Refund Office after passport control near gate B26

46 48 Traducción al español 51

43 42

NO MINIMUM SPEND FOR TAX FREE SHOPPING IN SPAIN Did you know?

You can now obtain a tax refund for all your purchases in Spain – a minimum spend of €90.16 is no longer necessary.

For more information about Tax Free Shopping scan the QR code.

44

TRANSLATIONS

中文翻译 28: DIGITAL DAZZLE 数字时代的璀璨光芒 马德里的珠宝商 不仅 精 于 设 计 绝美的作品，还注 重 打造社 交 媒 体形 象，以此 来吸引广大 顾客，改良设 计方案。成 效 如 何？Lucinda Turner带 您了解一 下这些品牌强劲的发 展势 头 选购 一 件 新 珠 宝是 一 种 无可比 拟的 乐趣。无 论 是 一枚 宝石的 耀 眼 光泽， 一 块 金 属的独 到做 工，又 或 只是 某 个 新 奇的图案，这 些 别 致 的作品总有一 些 引人注目的地 方。在 过去，珠 宝商 全靠 流 光溢 彩的 橱 窗展 示来 吸引潜 在 顾客的眼 球。但 随 着零售习惯 的不 断 改变以 及 人们 对 技 术的日益 依 赖， 一 个重 大的 挑 战悄然而 至。马 德 里 的 珠 宝商已 经 展 开行 动：从 玩 转 现代 媒 体，到采用注 重环 保 的举 措，他们 正 在 和 远 在门店以外的顾客增强 互动。 “ Instagram是 一 个面向世界 的 美 妙 窗口，对 我们 来说 非常 重要，” 马 德 里 珠 宝品牌 Sansoeurs的联 合 创始人Cristina Sánchez说 道，“它 能 帮助 我们 和顾客 保 持联 系，并向 全 世界展 示 我们 的作品。” 截 至 2019 年 7 月，Sansoeurs在 Instagram

上图: Suma Cruz 2019/20秋冬系列

上吸引了约 46000名关注者；而 Instagram也已 经 成 为 一项 至 关 重 要 的工具，不 仅能 吸引马 德 里内外的 新顾客和 零售商，更有助于塑 造 产 品本身。Sansoeurs使 用 Instagram 和顾客沟 通，根 据 收 到的 评论 和消 息，Sánchez还设 计了一 个全 新 的 戒 指系列，饰 有硕大 无比 的宝石。 Sansoeurs为 现代 女 性 打造 美 丽、精 致、优 雅 的珠 宝作品。“ 我们 四 处 奔波，忙 忙碌 碌，人 际关系丰富， 我们 需 要容易穿 戴、舒 适而 不 张 扬 的 作品，” Sánchez如是说。她 补充 道， 如 今的珠 宝 相比 从前价 格更 适中，这 对 Sansoeurs来说是 大 好事儿，因为 这 种 趋 势 符 合 该品牌 的风 格 — — 也 反 映 出 Sánchez自己的穿 搭喜好。自 2010年创立以 来，Sansoeurs坚 持 使 用社 交 媒 体 打 破品牌 和顾客之间 的高墙，进而根 据顾客的需 求来调 整 产品。 不过，有 的时候 关 键并不 在于你 在 通向成 功的平台上 经 营了多久，而 在于如 何使 用平台。11 年 前，Susana Cruz创立了她 的品牌 Suma Cruz， 不过 直 到 2014年她 才开始在 社 交 媒 体上 发布婚 纱头 饰系列作品。时至 今日，Suma Cruz的业 务已 远 不只 是为朋友 和熟 客 打造 为 数不多的头 饰。现 在 的它是 一 个发 展 迅 速、羽翼 丰 满 的珠 宝品牌，有 着 一系列合作 零售商，包括久 负 盛名的马 德 里 英 格 列斯 百货 和 Moda Operandi网络商 城。Cruz在 Instagram上 的关注 量已

45 飙 升至 7 万多人，2017年她 还收 到了 一 份 御 令，为西 班 牙 莱 蒂 齐亚 王 后打 造定制作品，这一 切绝 非 巧合。 虽然 Suma Cruz的陈列室一 年 里仅在 圣 诞节 和 母 亲节这两天 对外 开放，但该品牌 在传 统 零售店外的影 响力非同小可，日销 量多达 300件， 其多 个合作 零售商的年 销售 额亦十 分可 观。这 家西 班 牙 珠 宝商深 受大自 然 的启发，设 计了许 多妙 趣 横 生、娟 秀典 雅 的 花卉主 题 作品，已然 找到了 在实体 世界和 数位世界同时脱 颖 而 出的诀 窍。 不过，为求发 展而 转向 数字世界 的并不只有马 德 里 的年 轻品牌。历 史 悠久 的西 班 牙 瓷 器品牌 Lladró（ 雅 致）也 开始涉 猎 珠 宝，并于 2016 年通 过 Instagram发布了其 首个 Animal Heroes（动物 英 雄）吊坠 系列。这 家 6 6 岁的品牌并未 就 此 止 步。Aquarium（水 族 馆）珠 宝 系列的 发布 视 频 在 I n s t a g r a m上 的累计播 放 量 达 到了约 12000人次，而其最 新 推出的 Orchid（兰花）系列也 有一条 优 雅 超 凡的宣传片，这 或许 是 Lladró 迄 今为止与 Instagram风 格 最贴 合 的 一次尝 试。 通 过 # jewelrybylladro标 签，顾 客可以一览陈列在 Lladró马 德 里 塞 拉诺大 街店 的惊 艳 之作。买过 Lladró 瓷 器 的顾客可能已熟 知 该品牌 许 多 年，他们 会 一次次回来 选购经典 的小 雕 塑和家居用品；但 是 想买 珠 宝的顾 客或许对 Lladró不怎么了解，需 要一 条 新 的路线 指引他们 探索商店 橱 窗以 外的 精 彩。 通 过 社 交 媒 体 找寻粉 丝 并不总 是 主要目标。对 于西 班 牙 最 著名的 珠 宝品牌 Tous而 言（截 至 2019年 7 月，Instagram 粉 丝高达130万人） ，关 键问题在于 传 递 关于 未 来的信 息。Tous的理 念紧紧围绕 着用珠 宝讲 故事，而 Instagram则为这 些故事 提 供了完 美 的平台。最 近，Tous开始 致 力于用其创意 致 敬 地 球，设 计了许 多

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经典 之作，还回收旧饰品，以确 保没 有一 件珠 宝会被 弃 若 敝 履。 对 于当今 许 多顾客而 言，这 种关 于可持 续 发 展 的信息有 着尤为重要 的 意义；而如果 仅 通 过 店 面来交流，或 许 就 很 难传 达出来。Tous渴望将该 品牌 的道 德 立场娓 娓 道 出而非过分 宣 扬，数字世界就 提 供了讲 述 故事 的 完 美 方 式。在 Tous位于马 德 里市中 心的七 家 精品店中，流 光溢 彩的宝石 依然 在 橱 窗中夺人 眼目，像 过去近 一 个 世 纪中的那 样 惹 得 往 来顾客 驻 足 赞 叹；而该品牌 的网站 和 Instagram 账 号则与新 的顾客群 体产生了连 接， 并将 他们 吸引到门店中来。 “ 西 班 牙 传承 着卓越 的工 匠精神 和深 厚 的 文化 底 蕴。” Sansoeurs的 Cristina Sánchez评论 道，“ 我们 这代 人 比父母 那一 辈去过的地 方更多，这 两方面综 合 起 来，在马 德 里 激 发出不 竭 的 创造力。”于 是 乎，这 座城 市 的珠 宝商都昂然 奋 起，直面数字世界和顾 客不断变化 的欲 求所 带来的 挑 战，并 将 他们 精湛 细 腻、优美非凡的作品呈 现 在 全 球受 众面前。

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42: WHEN YOU SHOP THE WORLD, SHOP TAX FREE 畅购全球，尊享退税 当您 在 全 球 顶 级 购物区中的 30多 万家商店消费时，环 球 蓝 联购物 退 税 服 务（ Global Blue Tax Free Shopping）为 您节省购物 开 销。 每 年大 约有两千六百多万名游 客 享用 环 球 蓝 联（ Global Blue）的购物 退 税 服 务，何不加入他们 的行列？您只 需 在 购物 时留意 环 球 蓝 联（ Global Blue）的蓝 星标 志，或 直 接问询商家 是 否 提 供环 球 蓝 联（ Global Blue） 退 税 服 务，然 后 遵 循以下简单 的退 税 流 程即 可：

1. 购物消费 无论您在哪里购物，请向商家索要环球 蓝联退税表格（Global Blue Tax Free Form），并保存好购物票据。 2. 申领退税 在您返程离境前，请前往海关柜台，出 示退税表格和相关票据，获取海关印 章，然后再到环球蓝联的退税点领取 退税款。 联系方式:

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РУССКИЙ ПЕРЕВОД 28: DIGITAL DAZZLE ЦИФРОВОЕ СИЯНИЕ Мадридские ювелиры не только создают прекрасные изделия, но и развивают свое присутствие в социальных сетях, чтобы привлечь клиентов и узнать мнение о новых продуктах. Результат не заставляет себя ждать, – рассказывает Люсинда Тернер Покупка нового украшения – это радость, которую сложно с чемто сравнить. Будь то сверкание огранки, замысловатый дизайн оправы или просто интригующий мотив, от некоторых украшений просто невозможно оторвать globalblue.cn | globalblue.ru

взгляд. В прошлом ювелиры полагались на сверкающие витрины своих салонов, стремясь привлечь покупателей. Однако постоянно меняющиеся правила ретейла и все больший упор на технологии представляют собой серьезную проблему. Мадридские ювелиры просто не могут сидеть сложа руки. Взяв на вооружение социальные сети и политику социальной ответственности, они налаживают контакт с клиентами задолго до их визита в магазин.

«Instagram – прекрасная возможность заявить о себе и для нас это чрезвычайно важно, – говорит Кристина Санчес,

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соосновательница мадридского ювелирного бренда Sansoeurs. – Социальная сеть помогает нам поддерживать связь с клиентами и демонстрировать наши коллекции всему миру». В июле 2019 аккаунт бренда в Instagram насчитывал почти 46 тысяч подписчиков. Медиа-платформа стала важным инструментом не только для привлечения новых клиентов в Мадриде и за его пределами, но и для создания самих изделий.

Sansoeurs смело использует Instagram для взаимодействия с покупателями. Так, в ответ на многочисленные комментарии и сообщения Санчес выпустила новую серию колец с крупными камнями.

Sansoeurs создает изящные и невероятно женственные украшения, предназначенные для современной женщины. «Мы находимся в непрерывном движении, куда-то бежим, с кем-то встречаемся и нам нужны непретенциозные украшения, которые будет легко и удобно носить», – говорит Санчес. Ювелирные украшения становятся все более доступны, что идеально для Sansoeurs, ведь это как раз соответствует философии бренда и отражает стиль Санчес. С момента появления в 2010 году Sansoeurs непрерывно использовал соцсети для стирания барьера между брендом и его клиентами, адаптируя продукцию под нужды последних. Однако порой не столь важна длительность присутствия в соцсетях, сколько то, как вы их используете. Сюзана Круз

запустила бренд Suma Cruz еще 11 лет назад, но делать посты о серии аксессуаров для волос начала лишь в 2014. Для Круз все началось с создания роскошных аксессуаров для узкого круга друзей и знакомых, теперь же ее полноценный ювелирный бренд представлен у ряда престижных ретейлеров, включая El Corte Inglés в Мадриде и интернет-магазин Moda Operandi. Не удивительно, что количество подписчиков Круз в Instagram выросло до 70 тысяч, и в 2017 ей предложили создать уникальное украшение для испанской королевы Летисии. В то время как шоу-рум Suma Cruz открыт всего два дня в году, на католическое Рождество и день матери, бренд с успехом реализовывает до 300 вещей в день, наряду с ежегодными распродажами через многочисленные розничные точки партнеров. Черпая вдохновение из окружающей природы и уделяя особое внимание женственным цветочным узорам, испанские украшения нашли путь к сердцам как посетителей магазинов, так и интернет-пользователей. Однако не только мадридские начинающие бренды прибегают к помощи цифрового мира. Старинный испанский бренд изделий из фарфора Lladró открыл новое направление ювелирных украшений, и в 2016 году в Instagram заявил о запуске новой коллекции кулонов Animal Heroes. На этом 66-летний бренд не остановился. Видео с презентации коллекции Aquarium собрало почти 12 тысяч просмотров в

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Instagram, а последняя коллекция Orchid сопровождается, возможно, самой подходящей для Instagram рекламной кампанией. Воспользовавшись хештегом #jewelrybylladro, покупатели могут узнать больше об очаровательных изделиях, представленных в магазине бренда на Calle de Serrano. В то время как поклонники фарфора Lladró знакомы с брендом многие годы и из года в год возвращаются за новыми покупками, то ценителям ювелирной коллекции, возможно, придется открыть новый путь к знакомству с новинкой бренда. Искать покупателей через социальные сети – не всегда главная задача. Для Tous, наиболее известного испанского бренда украшений (1.3 млн подписчиков в Instagram на июль 2019), главная цель заключается в том, чтобы рассказать историю о будущем. В основе философии Tous лежат украшения и истории, которые их окружают, а Instagram как раз предоставляет идеальную для этого возможность. Не так давно Tous начал внедрять политику заботы об окружающей среде, создавая классические элегантные украшения и перерабатывая старые, чтобы те не засоряли планету. Акцент на экологичности и социальной ответственности, волнующий большое число потребителей, не всегда удается передать в рамках магазина. Tous предпочитает говорить, нежели кричать о своей точке зрения в отношении этики, что прекрасно удается сделать при помощи globalblue.ru | globalblue.com

инструментов цифровой эры. Несмотря на то, что витрины семи мадридских бутиков бренда все еще украшают сверкающие драгоценные камни, привлекая покупателей в течение уже почти ста лет, сайт компании и страничка в Instagram обращаются к новой аудитории, привлекая ее в магазины. «Испания славится искусными мастерами и богатой культурой, – говорит Кристина Санчес из Sansoeurs. – В отличие от наших родителей у нового поколения гораздо больше возможностей путешествовать, что не могло не сказаться на творческом потенциале Мадрида». Таким образом местные ювелиры довольно успешно справляются с вызовами цифровой эпохи и переменчивыми нуждами клиентов, предлагая глобальной аудитории свои замысловатые и красивые украшения.

42: WHEN YOU SHOP THE WORLD, SHOP TAX FREE

СОВЕРШАЯ ПОКУПКИ ПО ВСЕМУ МИРУ, СОВЕРШАЙТЕ ИХ С TAX FREE Услуги Global Blue Tax Free Shopping позволят вам сэкономить на покупках в более чем 300 000 магазинах, расположенных в самых лучших шоппинг районах мира. Так почему бы не присоединиться к 26 миллионам путешественников,

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taxfree@globalblue.com +421 232 111 111 Сэкономьте до 15.7% на стоимости покупок. Пожалуйста, примите к сведению, что конечная сумма возврата составляет сумму налога (НДС) за вычетом административной комиссии. В некоторых аэропортах при возврате наличными взимается комиссия за каждую Tax Free форму.

TRADUCCIÓN AL ESPAÑOL 28: DIGITAL DAZZLE BRILLO DIGITAL

Los joyeros de Madrid no solo están creando piezas maravillosas sino que también están desarrollando una presencia en las redes sociales para atraer clientes y presentar los nuevos diseños. ¿El resultado?

Están prosperando, según informa Lucinda Turner La compra de una nueva pieza de joyería es un momento de alegría incomparable.

Tanto si se trata del brillo de la piedra, el labrado único del metal o simplemente un diseño intrigante, existe algo atrayente en las piezas particulares.

En el pasado, los joyeros utilizaban exposiciones despampanantes en los

escaparates para atraer la atención de los posibles clientes. Pero los hábitos de compra en constante cambio y el mayor uso de tecnología plantean un desafío considerable. Los joyeros de Madrid han tomado medidas. Desde utilizar los medios digitales a emplear iniciativas enfocadas en el medioambiente, en la actualidad están conectando con clientes más allá de sus escaparates.

"Instagram es una ventana fantástica al mundo y es muy importante para nosotros" dice Cristina Sánchez, cofundadora de la marca de joyería basada en Madrid, Sansoeurs.

"Nos ayuda a conectar con nuestros clientes y mostrar nuestro trabajo al mundo." A julio de 2019, la marca puede presumir de sus casi 46 000 seguidores en la plataforma, la cual

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se ha convertido en una herramienta esencial no solo para atraer a nuevas clientas y a distribuidores en Madrid y más allá, sino para moldear los mismos productos. Sansoeurs utiliza Instagram para interactuar con las clientas y respondiendo a los comentarios y mensajes, Sánchez ha creado una nueva colección de anillos con piedras considerablemente más grandes.

Sansoeurs crea joyería bonita, femenina y delicada para la mujer moderna. "Siempre estamos de un lado para otro, ocupadas, conectadas y necesitamos piezas que sean fáciles de llevar, cómodas y nada ostentosas" dice Sánchez. Añade: "La joyería se ha vuelto más accesible, lo que es perfecto para Sansoeurs porque refleja el estilo de la marca y también lo que le gusta llevar a Sánchez." Desde sus inicios en 2010, Sansoeurs ha utilizado las redes sociales de forma consistente para derribar los muros entre la marca y la clienta, adaptando los productos para satisfacer las necesidades de sus clientes.

Aunque en ocasiones, no es tanto el tiempo que se lleva en las redes lo que lleva al éxito sino cómo se utilizan.

Susana Cruz lanzó su marca Suma Cruz hace más de 11 años aunque solo empezó a publicar su colección de tocados de novia en las redes en 2014.

Si nos fijamos en el día de hoy, Suma Cruz ha evolucionado mucho más allá de su pequeña colección de tocados para amigas y conocidas. En la actualidad, es una marca floreciente y plenamente desarrollada que distribuye a través del prestigioso El Corte Inglés en Madrid y de Moda Operandi en línea. No es coincidencia que el seguimiento de la cuenta de Instagram de Cruz se haya disparado con más de 70 000 seguidores y que en 2017 haya recibido una llamada globalblue.com

de la Reina Letizia de España para crear unas piezas personalizadas.

Aunque el showroom de Suma Cruz solo abre dos días al año, en Navidades y para el día de la Madre, la presencia de la marca fuera de las tiendas tradicionales es tan fuerte que puede vender hasta 300 piezas al día, junto con las ventas anuales de los múltiples distribuidores de la marca. Inspirada por la naturaleza y rodeada de diseños florales maravillosamente femeninos, esta joyera española ha encontrado la manera de destacar tanto en el mundo físico como en el digital.

Aunque no son solo las marcas jóvenes madrileñas las que están utilizando el mundo digital para prosperar. La marca de porcelana de gran tradición Lladró se ha diversificado a la joyería y adoptó Instagram en 2016 para anunciar el lanzamiento de su primera colección de colgantes Animal Heroes. La marca de 66 años no se detuvo ahí. El vídeo de lanzamiento de su colección de joyería Aquarium obtuvo casi 12 000 visualizaciones en Instagram, y su última propuesta, la colección Orquid, presenta una campaña etérea que quizás es hasta el momento la más adaptada a Instagram.

A través del hashtag #jewelrybylladro, se ofrece a las consumidoras un vistazo de las sorprendentes piezas que las esperan en la tienda de Serrano de la marca.

Mientras que el cliente de la porcelana Lladró ha sido consciente de la marca durante años, volviendo una y otra vez a comprar las figuras clásicas y piezas para el hogar, la clienta de joyería está menos iniciada, por lo que puede que necesite una nueva ruta para descubrir más allá del escaparate de la tienda.

Encontrar seguidores a través de las

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redes sociales no es siempre el objetivo principal. Para Tous, la marca de joyería más consolidada de España (1.3m seguidores de Instagram a julio de 2019), la cuestión clave es difundir un mensaje sobre el futuro. La ideología de Tous se centra en narrar historias a través de la joyería e Instagram ofrece la plataforma perfecta para esas historias. Tous se ha centrado recientemente en honrar al planeta con sus creaciones, diseñando piezas atemporales y reciclando piezas antiguas para garantizar que nunca se tira una joya.

Este mensaje de sostenibilidad, tan importante para tantos consumidores de hoy en día, puede resultar difícil de transmitir a través del escaparate. Tous está deseosa de hablar más que gritar sobre su postura ética, y el mundo digital ofrece la forma perfecta para narrar la

historia. Aunque sus relucientes gemas siguen adornando los escaparates de las siete boutiques céntricas de la marca en Madrid, atrayendo a las clientas como llevan haciendo desde hace casi un siglo, su sitio web e Instagram están conectando con una nueva clientela y atrayéndoles a las tiendas.

"España tiene una artesanía maravillosa y una cultura muy rica" observa Cristina Sánchez de Sansoeurs remarks. "Nuestra generación ha viajado más que nuestros padres y la unión de estos dos factores ha desencadenado muchísima creatividad en Madrid." Los joyeros de la ciudad están superando con gran éxito los desafíos del mundo digital y los deseos cambiantes de los clientes, a la vez que conectan con un público global para sus bellas y elaboradas creaciones.

42: WHEN YOU SHOP THE WORLD, SHOP TAX FREE CUANDO ESTÉS DE COMPRAS POR EL MUNDO, COMPRA TAX FREE

formulario Tax Free de Global Blue y recuerda guardar los recibos de tus compras.

Global Blue Tax Free Shopping te trae ahorros en tus compras en más de 300.000 tiendas en los mejores distritos comerciales del mundo. ¿Por qué no te unes a los más de 26 millones de viajeros que compran tax free con Global Blue cada año?

Solo tienes que buscar la estrella azul o preguntar por Global Blue y seguir nuestro sencillo procedimiento.

1. COMPRA Allá donde compres, pide un

2. COBRA A tu vuelta, en el punto desde donde viajes, visita la aduana para que aprueben tus recibos y así poder cobrar tu devolución en uno de nuestros Puntos de Reembolso.

CONTACTO: taxfree@globalblue.com, +421 232 111 111 Ahorra hasta el 15.7% del precio de compra; sin gasto minimo.

La devolución final que recibirás consistirá en el IVA total, menos una tasa administrativa. En algunos aeropuertos se cobrará una tasa de manejo de efectivo por cada formulario Tax Free si solicitas un reembolso inmediato en efectivo.

SO U V E N I R

Party Feet

Ever since the 1970s, Spanish shoe designer Manolo Blahnik has been a name to know for some of the most beautiful shoes in the world.

To this day, Blahnik personally sketches each one of his designs by hand before it goes into production.

In recent years the brand has become renowned for its striking creations in velvet and crystal, and the pictured Putini style would make the perfect addition to any Save up to 15.7% by shopping tax free, see page 42

autumn/winter 2019/20 ensemble.

Whether you are dressing up classic jeans and a white shirt or dancing the night away in a glamorous gown, Manolo Blahnik has you covered. lt Manolo Blahnik shoes, â‚Ź965, Manolo Blahnik, Calle de Serrano 58, 28001 Madrid, +34 91 575 9648, manoloblahnik.com FOR MAP GO TO PAGE 38

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